Analysis of Sustainable Marketing Practices of Fashion Brands: A Multiple Case Analysis in the Portuguese Market

Considering the increasing concern about sustainability, and given that fashion industry is one of the most polluting industry in the world, it becomes necessary to understand how companies have adapted their marketing strategies to this paradigm that still seems ambiguous. Fashion stores are increasingly using the physical store, their website and social networks to communicate their sustainable and ecological policies. The aim of this article is to collect and analyse some of the sustainable marketing practices that multiple companies in the sector are implementing. Different methodologies were used, the observation and analysis of the website and social networks were used to analyse critical and green marketing, and interactions with store employees were used to study social marketing. Eleven brands were selected, from the national and international market, and a data analysis table was developed, based on the Sustainable Marketing Framework created by Gordon et al. (2011), which integrates green, critical and social marketing.